Spencer Pratt Gains Attention in LA Mayoral Race
Typically, mayoral races don’t attract national spotlight, but Spencer Pratt’s campaign in Los Angeles is an exception to this trend.
Since kicking off his campaign in January, Pratt has gained traction, even securing a spot as a runner-up to the current mayor, Karen Bass, from the Democratic Party. His main focus appears to be on rejuvenating the city, particularly after it was severely impacted by the 2025 Palisades fire.
Recently, he went viral with a campaign ad that features his song “Not Like Us,” presenting both the pristine achievements of Mayor Bass and City Councilor Nithya Raman, followed by the remains of his burnt home and his current living situation in a trailer.
Regardless of the campaign’s outcome, Pratt has developed a communication strategy that right-leaning candidates could learn from to resonate with voters in this digital age.
It’s been challenging for conservatives to shed a reputation of being out of touch. Meanwhile, Pratt’s approach seems to evoke more genuine emotion. His assertive tone contrasts sharply with previous Republican leaders, who often shied away from strong cultural statements. His ad gives off a vibe akin to a character from the “John Wick” movies.
Rising to fame in the late 2000s on the reality show “The Hills,” Pratt was once perceived as an antagonist, somewhat in the same vein as Donald Trump during his time on “The Apprentice.”
Leveraging his Hollywood experience, Pratt focuses on the pressing issues Angelenos face, like the growing homeless population, rampant drug trafficking that devastates families, and poorly managed animal shelters. His messaging effectively conveys these critical issues with an emotional punch.
The style of Pratt’s campaign reflects the post-Trump political landscape. Trump’s campaigns relied heavily on his entertainment background to convey his ideas effectively, like the well-known “Make America Great Again” slogan, which succinctly communicated his platform.
Similarly, as Pratt uses “Not Like Us,” Trump appropriated the song “YMCA,” transforming it into a recognizable aspect of his rallies.
Communication strategies are evolving. While classic methods like yard signs still matter, having a strong social media presence is becoming essential. Data suggests that about 51% of Gen Z teenagers primarily consume news through social media, and this trend is reflected across various age groups.
To engage effectively with voters, particularly younger ones, politicians must excel in online communication.
If conservatives don’t adapt, liberals are sure to capitalize on this shift. For instance, New York City’s Mayor, Zoran Mamdani, secured a substantial victory partly due to his adeptness at utilizing social media.
Mamdani’s approach has been characterized by emotional storytelling and genuine interactions with residents. In one instance, he shared a moving anecdote about his aunt’s difficulties navigating public transportation after 9/11, even though the details were later questioned.
He also brings an approachable persona, like singing for children at preschools, reminiscent of former President Obama, and adding humor during appearances on shows like “The Tonight Show.”
While Mamdani’s success relied on charm, Pratt may have a similar opportunity in Los Angeles. It’s crucial for conservatives to embrace their own charisma without resorting to dishonesty as exhibited in Mamdani’s campaign. Regardless of the election’s outcome, Pratt could pave the way for future conservative candidates.
Ultimately, maintaining authenticity and effective communication could be vital for those on the right as they navigate the new political terrain in the digital era.
